Are the sales and marketing functions really so different that they need to sleep together in order to understand each others' perspectives?
Perhaps there needs to be better communication and better understanding of each others' metrics, but I'm not so sure that the sales-marketing alignment gap is so broad that these two functions don't at least understand the importance of the other's objectives--even if they are slightly different. Sure, marketing and sales each have their own charters, planning time horizons and compensation models but does that mean they have no empathy or care for the other? Does that mean that one will pursue its own agenda without consideration of the other reaching its objectives?
If the larger goals of the organization are not understood and adopted by every functional department then I suggest there is a much deeper management failure rather than a simple sales-marketing gap.
No comments:
Post a Comment